Shopper Marketing Manager

As the Shopper Marketing Manager, you will be an integral member of the Category Development and Shopper Marketing team within the broader Sales function, reporting directly to the Shopper Marketing Lead. You will collaborate cross-functionally with other departments to deliver best-in-class Shopper Marketing execution. A core part of your role will be driving strategic thinking and ensuring all shopper initiatives are aligned with customer strategies, balancing immediate executional needs with longer-term brand and commercial objectives.

In this role, you will be responsible for developing, executing, and evaluating end-to-end strategic shopper marketing plans that influence shopper behaviour across the omnichannel path to purchase. You will bridge the gap between brand objectives and retail execution by creating insight-led campaigns that drive KPIs across in-store, digital, and OOH, all under a category-first narrative.

Success in this role requires a blend of creativity, commercial acumen, problem-solving, and project management skills, along with a strong understanding of FMCG dynamics and retailer landscapes. The ability to translate insights into action, manage multiple projects simultaneously, foster collaborative partnerships, and manage both external and internal stakeholders effectively is critical.

You will be primarily responsible for leading our larger retail customers within the Grocery channel across omnichannel platforms.

• Develop, execute, and evaluate strategic shopper marketing plans for assigned retail customers.
• Lead end-to-end activations, customising where necessary, to meet customer needs.
• Represent the customer internally, identifying and translating their needs into commercial opportunities (AOP, customer business reviews, value creation plans).
• Own the activation laydown and shopper GTM blueprint.
• Manage and track A&P or trade spend budgets, ensuring alignment with AOP targets.
• Lead internal deployment meetings and design external toolkits and selling materials with the Shopper Marketing Executive.
• Collaborate with agencies to create tailored customer solutions that align with retailer strategies.
• Work cross-functionally with Sales, Marketing, Category, Finance, Corporate Affairs, and Supply to execute initiatives.
• Demonstrate the ability to project manage multiple tasks at the same time.
• Implement the Activity Plan, focusing on key interruption points across the shopper journey, both in-store and online.
• Evaluate execution effectiveness and provide actionable insights for future initiatives.
• Support the Shopper Marketing Executive in managing third-party cardboard delivery to ensure timely deployment across channels.
• Coordinate with E-comm NAM and ATL Media NAM to ensure seamless omnichannel execution.
• Measure and assess customer activation spend, ensuring positive ROI / £value sales uplift and informing future plans.
• Support the procurement process, ensuring timely POs and compliance with late PO KPIs.
• Assist the marketing team in developing tailored toolkits and activation ideas for key customer plans.
• Collaborate with shopper and customer agencies to deliver best-in-class shopper activation execution, always with a category and shopper first approach.
• Communicate retailer activation plans and outcomes as part of Go-to-Market and S&OP processes, ensuring alignment with internal stakeholders.
• Champion a shopper mindset across the organization, advocating for shopper-driven strategies.
• Leverage shopper behaviour research and data to identify key purchase drivers and inform strategies.
• Interpret shopper panel data to provide actionable insights for marketing and customer plans.
• Lead the planning of annual Customer Brand Planning days, collaborating with Sales and Marketing teams.